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4 Ways to Keep Members in Mind

As a broker, it is imperative for you to form a positive connection with your clients, to bring value to them through that relationship as counselors and partners in their success. But keeping members and their needs in mind is also an important part of that relationship.

Taking a strategic approach with clients begins with keeping the member in mind. It means acknowledging that member satisfaction is the bedrock to creating a long-term, successful relationship with the client. We have four strategies to help keep members in mind.

1. Honor Thy Champion

Remember that an employer will ultimately need to get the member on board with the plan. The employer is your champion with members, and you should therefore ask yourself “how can I better prepare employers to help their members become more informed about their benefit choices?” Then, partner with the employer to develop a plan that factors in the needs of their specific employee populations and meet the employer’s business objectives.

2. Treat Members like Consumers

Like anyone else, members are also healthcare consumers, and they don’t necessarily leave that mindset behind when they show up to work each day. They are used to engaging with leading consumer brands like Amazon, Netflix, and others that provide an intuitive, interactive experience. A key way in which you can meet these consumer-oriented expectations is by seeking vendor partners that can provide employees with the means to make these responsible, informed healthcare decisions. This will go a long way toward enabling greater accountability for both the employer and vendor.

3. Make It Personal

Remember that technology is a powerful tool for directly reaching and interacting with individuals. Use it to create a personalized experience for members, one that helps employers better manage costs. At CoreSource, we offer a series of digital engagement tools that empower employees by keeping them informed of their benefits, whenever and wherever they are, while potentially lowering costs for employers. Depending on the details of the company’s plan, these tools may include:
  • A means to send convenient messages and reminders to members’ mobile phones
  • An app that allows members quick access to ID cards, claims, customer service, and more
  • An online portal that gives offers members access to online self-service of their benefits plan anytime
  • A healthcare cost and quality transparency tool so members can compare prices of services in their area to find cost-effective providers and facilities along with telehealth services that help make care more accessible and affordable
  • Educational videos to help members navigate the healthcare system 

4. Regularly Take Inventory

Members’ preferences vary, and brokers should work with clients to regularly take inventory of these changes at a global plan level, as well as an individual level. Taking the number of employees into account, brokers can partner with clients to determine the best ways, digitally or in-person, to gain feedback from members on what’s working, what isn’t, and what tools or resources would help improve their experience.

Continue the Discussion

How do member needs factor into your communications with clients? We would love to hear your experiences, tips, and any questions you have. Join us on Facebook, Twitter, and LinkedIn to keep the conversation going.